A cracking book by Malcolm McDonald (Cranfield School of Management). In plain language he explains the marketing planning process, the marketing audit, setting objectives and strategies. It contains exercises, worksheets and tons of illustrations.
Plan your communication, your pricing, how and where to reach customers and how to look after them so they keep on coming back. This fourth edition has invaluable material on online marketing.
The book has been used but is in good condition. Perfect for business owners and marketing students.
Remember, those who fail to plan, plan to fail.